Fashion

From a renewed contract with Puma to plans of launching their e-commerce website

By
Shweta Shiware December 13, 2017

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It has been a bumper year for some of fashion’s biggest and most interesting players — from star-studded collaborations to breakneck expansion and serendipitous discoveries. Meet the candidates who made 2017 well and truly their own.

Pranav Misra and Shyma Shetty, Huemn

“It has been a good year, in terms of communicating our alternative brand language,” says Pranav Misra of Huemn, the label he runs with his partner Shyma Shetty. And rightly so. Huemn earned itself the cred of being India’s go-to emblem for disenfranchised fashion types by elevating streetwear styles of gently oversized jackets and sweatshirts, hoodies, emblazoned T-shirts, patchwork jeans, tartan pantsuits and sneakers.

The year of accolades, including a renewed contract with global sportswear brand Puma, also brought with it a unique set of challenges. “Demonetisation dealt a big blow to small-scale industries such as ours; we are a modest team of 25. The newly implemented Goods and Services Tax (GST) also brought forth trouble since stores couldn’t figure out a suitable tax category that identified our streetwear style,” he explains. Looking ahead, Misra hopes that the launch of the label’s e-commerce website in 2018 will aid in abating the retail demons of 2017.